the intersection of content and commerce

The Intersection of Content & CommerceInsight, Technology and Strategies for Cohesion, Not Confusion

4/30/2013

Today’s Presenters

Brad MartellVP of Sales & Marketing

Zeon Solutions

Eric AllenManaging Director

Active Commerce

Andy Van OostrumBusiness Development Manager

Sitecore

Jenny HagemannBusiness Development Manager

Zeon Solutions

Agenda

• Zeon Overview

– Trends

• Sitecore Overview

– Persona Based Content Roles

• Active Commerce Overview

– Effectively Blending E-Commerce and Content Together

• Key Takeaways

Z E O N S O L U T I O N S

ENTERPRISEE-

COMMERCESOFTWARE

APPLICATIONDIGITAL

MARKETING

DELIVERING QUALITY SOLUTIONS TO ACHIEVE BUSINESS OBJECTIVES

For more than 10 years, Zeon Solutions has successfully delivered enterprise-scale, effectively-designed custom applications and e-

business solutions on time and within budget for customers worldwide. Our broad range of services include:

Development & Design •  Customization & Support •  Mobile & Search Marketing

MILWAUKEE, WI

Zeon Overv iew

Founded in 2003HQ Milwaukee, WI

Zeon Overv iew

24 7300+Worldwide Employees Development &

Support

Global Delivery Model

MILWAUKEE, WI

SEATTLE, WA

ANN ARBOR, MI

BOSTON, MA

NAGPUR

T R E N D S

T r e n d s

• Convergence of content management with commerce needs

• Everyone is a potential content creator

• Design, UI/UX importance– Design for your content persona’s & your governance

• Social monitoring platforms– Clients want to harness internal and external conversations

• Drive new product development

• Craft offers

• Focus content development for specific customer segments

Predominant Need I s E -Commerce

Mainly: • Structured Catalog Data• Focused on Revenue Generation• Conversion• AOV• Traffic

Predominant Need I s Content Management

Mainly: • Un-structured Data• Enabling Content Creators• Focused on Lead Generation• Traffic• Conversion• Audience Engagement

Increas ing ly Need I s Equa l Par tsE-Commerce & Content Management

=

Need I s Equa l Par tsE-Commerce & Content Management

=Equal Parts: • Un-structured & Structured Data• Revenue & Lead Generation• Traffic, Conversion, AOV, Revenue• Everyone in the Organization is a Content Creator• Audience Engagement

S I T E C O R E

Si tecore Overv iewGloba l Presence - o v e r 4 5 0 e m p l o y e e s a ro u n d t h e w o r l d

Si tecore Overv iewOver 3500 Customers – p o w e r i n g o v e r 5 0 , 0 0 0 We b s i t e s

Si tecore Customer Engagement P lat form (CEP)

The Cha l lenge

Case Study: Prov idence

Check-up pattern

Surgery pattern

Maternity pattern

How Does S i tecore Support?

Recognize intent

• Rules based personalization

• Campaigns, Keywords• Goals

Stimulate interest

• Adaptive personalization• Multi-channel

communication• Goals

Increase relevancy

• Adaptive personalization• Multi-channel

communication• Goals

Build trust• Calls to action• Goals• Engagement Value Points

Gain commitme

nt

• Goals• Engagement Value

Points

What Does Th is Un lock?

Performance• Increased conversion• Increased brand impression• Improved profile data on campaigns and segments

Clarity• Product owners can focus on “authoring content”• Marketers can focus on “merchandising content”• Experience managers can focus on “engagement plans”

Change the conversation• It is no longer a battle for home page real estate, but an elevated

conversation of which contextual scenarios drive the most value

A C T I V E C O M M E R C E

S I L O E F F E C T

Si lo Eff ect

Si lo Eff ect

Si lo Eff ect

Si lo Eff ect

Si lo Eff ect

O T H E R F A C T O R S

Content Growth

Content Has Grown 9x Over The Past 5 Years

IDC, Digital Universe 2012

Personalization

Shoppers expect persona l i zat ion

Shoppers can expect to receive marketing offers tailored to their preferences and to get personalized content when they visit the retailer’s website.

8% of Williams Sonoma emails have targeted content, but they drive 32% of sales.

Bain: Retail Holiday Newsletter. Nov, 2012

39% spend more w i th companies that persona l i ze

MyBuys/E-Tailing Group March, 2013 Online shoppers and personalization: % of respondents who shop at least 4 times per year, spending at least $250

Only 32% of marketers can support persona l i zat ion

E-Consultancy/Adobe, 2012

Online Influences Offline Revenue

38% of offl ine sa les are infl uenced by on l ine

Content & Commerce Evolved

E-Commerce I s Key To D ig i ta l Customer Exper ience

E-commerce is key to the digital customer experience and integration deeper into the business is more important. E-commerce is no longer a stand-alone touch point, but is part of a greater customer experience.

Improved e-commerce customer experience and customer experience overall requires technologies outside of e-commerce.

Gartner Research: Future E-Commerce Success With Customer Experience Depends on CRM. April, 2013

E-commerce requirements have changed dramatical ly

No longer are e-commerce businesses selecting a set of solutions and technologies to launch a site; they are now selecting technologies that can support marketing, browsing, buying, and service capabilities across a multitude of customer touch points.

This represents a significant evolution from the requirements that these solutions have needed to support in the past.

The Forrester Wave™: B2C Commerce Suites, Q3 2012, September 24, 2012

Maybe the perfect E-commerce platform is the

Customer Engagement Platform (CEP)?

What does it look like?

C A S E S T U D Y

Case Study: Exper imenta l A i rc ra ft Assoc iat ion (EA A)

Case Study: Exper imenta l A i rc ra ft Assoc iat ion (EA A)

Case Study: Exper imenta l A i rc ra ft Assoc iat ion (EA A)

Case Study: Exper imenta l A i rc ra ft Assoc iat ion (EA A)

Case Study: Exper imenta l A i rc ra ft Assoc iat ion (EA A)

In C los ing

Develop a compelling and credible vision for the customer experience

- Think of the organization as a ecosystem to increase your agility and reduce the silo effect.

Make the tough decisions today- Find solutions that are built to scale and deliver seamless

experiences, not just today but over time.

Think revolution, not evolution- It’s a new world of content & commerce. Don’t just survive,

find partners and solutions to help you thrive.

K E Y T A K E A W A Y S

Enterpr i se Content Management

• Content Creation Is Permeating Throughout Organizations

• New Governance Models Are Being Built• Control Is Being Relinquished……Somewhat

Measur ing Return On In format ion

Measuring the return on information will be an ongoing discipline that may include:• Evidence that ECM leads to increased business revenue• Process optimization• The creation of better ideas and support of the ideation

process• Decision support and innovation through knowledge sharing• Proactive addressing of compliance requirements

Key Takeaways

• Demand is for Content & Commerce in equal parts

• Everyone in the organization is a content creator• You can’t sell all the time, so engage• Platform requirements have changed, drastically• Content & Commerce anytime, anywhere• Develop a path to an ecosystem, don’t stay stuck

in silos

C A S E S T U D I E S

Case Study: Nor th Shore Hosp i ta l

“NorthShore's doctors and staff to engage more easily with website visitors to build patient trust and brand loyalty. “

• NorthShore's doctors and staff engaged more easily with website visitors to build patient trust and brand loyalty.

• Empowering content editors• Exceeding SEO goals • Social. Mobile. Personal

Case Study: Jo rdan’s Furn i ture

Q U E S T I O N S ?

Thank You For Jo in ing Us Ton ight !

Brad MartellVP of Sales & Marketing

Zeon Solutions

Eric AllenManaging Director

Active Commerce

Andy Van OostrumBusiness Development Manager

Sitecore

Jenny HagemannBusiness Development Manager

Zeon Solutions